Bacardi ’ s Strategies for the Indian Market

8/14/2019 Bacardi s Strategies for the Indian Market

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Business Strategy 1

ACARDI S STRATEGIESACARDI S STRATEGIESOR THE INDIAN MARKETOR THE INDIAN MARKET


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Business Strategy 2

News Article we

referred to


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Business Strategy 3

Introduction to IndianAlcohol Industry


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Business Strategy 4

Factors Contributing toGro

wth


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Business Strategy 5

arr ers o row

For New Players


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Business Strategy 6

MarketShare

United spirits with about 60 % of market share in

IMFL is the undisputed leader.

Radico Khaitan who entered the IMFL space some

8 years back has already cornered 12 % market

share

Other players include Mohan Meakin (9%), Jagatjit

(8.5%), etc.

International playersPernod Richard,

Remy Cointreau

Diageo


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Business Strategy 7


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Bacardi Limited AnIntroduction

C o m p a n y fo u n d e d in S an tiag o d e C u b a in

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O n e o f th e la rg e st sp irits co m p a n ie s in th e

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Bacardi Martini IndiaLimited

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W in e M a rtin i

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b ra n d s in In d ia


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Business Strategy 10

Some recent news items ofBacardi

We have been an acquisitive companytraditionally. And we are now in the market to buy out

brands, and that includes India" - Company President and CEO Seamus

McBride to Economic Times February 25, 2009

The worlds largest privately held liquor maker,

Bacardi Ltd, is scouting for potential brand acquisitions

in India and expanding its sales and marketing team to

tap anticipated growth in the local spirits market. - Livemint.com, Feb 16 2009


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ome recen news ems oBacardi

In a bid to tap the growing demand for premium

international spirits in India, global spirits major BacardiMartini plans to introduce more brands from itsinternational portfolio here.

- Business Standard October 10, 2008

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-

-

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Bacardi Ltd, the name synonymous with white spirits, is

setting its eye on the Indian whisky market with thelaunch of its high-end renowned single malt Scotchwhisky brands such as Dewars and Aberfeldy, thanks tothe raising disposable income of the Indian liquorconsumers.

- The Financial Express, December 24, 2008


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StrategiesAcquisitions and Buyouts

Buying Brands throughout the country

In talks with Vijay Mallyas United Spirits to take stake

Market PenetrationSales around 1 million cases, way behind French giant

Pernod Ricard and even Diageo in India, even after a

decade

Establishing presence in smaller cities, which contribute70% of total liquor sale

Introduction of major global brands in India

Product DevelopmentFlavoured Vodka

Locally made Martini

Taking up of Whisky Brands

Introduction of new products


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-e mp ca ons c c..!!Hurray


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! !Thank you Hic


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Group No 2

Abhishek Shah GMAY08IB084 Kumar Anurag GMAY08IT021

Raghuram Gupta GMAY08WM133 Shruti Gosavi GMAY08WM144

Uday Jain GMAY08IT053

Vijay Radhakrishnan GMAY08IB109

Bacardi ’ s Strategies for the Indian Market

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